Just found a survey in my inbox today from Broadgate Mainland and the Financial Services Forum. The survey asked 89 folks in mainly UK financial services firms – 52 in PR and 31 marketers – about their views on the measures for evaluating public relations.
What interested me is that in measuring broadcast coverage, 51% of survey respondents said that they did not measure it. What a cushy job they’ve got!
Those that do care most about audience size and half of survey respondents measured or evaluated coverage across social media through free alerts or RSS feed such as Google or Social Mention. Interestingly, half of the survey respondents are not satisfied with the tools they are using to measure social media.
Surprisingly, increasing web traffic enjoys mixed importance across the financial services sector. It has become a key priority for PR campaigns over the last year in one third of respondents’ eyes and for half of all respondents it has also become more important to appear on key web sites. In contrast ensuring high search engine visibility was classed as one of many priorities by around 35% of respondents and 33% said it was a growing priority. Almost three in ten respondents said it was either a low priority or not a priority.
You can download a full copy of the survey here if interested: Download Broadgate_Mainland_and_Financial_Services_Forum_Evaluating_PR_Survey_2010